How Subaru Accidentally Became the Unofficial Car of the LGBTQ+ Community

Think of a Subaru. What comes to mind? Maybe you picture a rugged Forester navigating a mountain trail, or a sporty WRX tearing up the asphalt. But for many, the brand conjures something else entirely: a strong association with the lesbian, gay, bisexual, transgender, and queer (LGBTQ+) community. But how did this seemingly unlikely pairing come to be? Was it clever marketing, sheer coincidence, or something more profound? Buckle up; it's a story filled with unexpected turns and a dash of marketing genius.

The Mid-90s Subaru Slump: A Brand Searching for Direction

Back in the mid-1990s, Subaru wasn't the powerhouse it is today. Sales were flagging, and the company faced an uphill battle against automotive giants like Ford and Toyota. Instead of trying to compete head-on, Subaru decided to revisit its roots and focus on niche markets. Think outdoorsy types, people who needed a vehicle that could handle more than just paved roads - skiers, hikers, and kayakers. This quest for a specific audience led them down an unexpected path.

The Accidental Discovery: Lesbians Love Subarus

Through market research, Subaru stumbled upon a surprising trend: a significant number of lesbian women were buying their cars. It wasn't a calculated move, more like an organic discovery. These women appreciated the practicality of Subarus - their all-wheel-drive capability for outdoor adventures, the cargo space for hauling gear, and the fact that they weren't as bulky as a truck or SUV. There was something about the Subaru brand that resonated with their lifestyle.

The Third Rail: Should Subaru Market to the LGBTQ+ Community?

This discovery presented Subaru with a dilemma. While they were actively seeking niche markets, openly advertising to the LGBTQ+ community was still a taboo subject in the mid-90s. Pop culture hadn't yet fully embraced LGBTQ+ acceptance. When Ellen DeGeneres came out in 1997, many companies pulled their ads from her show. Could Subaru risk alienating a broader audience by targeting a specific, and at the time, controversial demographic?

Tim Bennett, who worked on the Subaru marketing team, and others recognized the potential. The LGBTQ+ market was largely untapped, and Subaru had a unique opportunity to connect with a loyal and appreciative customer base. The business case was strong: Subaru was struggling, and this niche marketing campaign was a potential lifeline.

Navigating Internal Resistance and External Backlash

Despite the compelling business rationale, not everyone at Subaru was on board. Some feared negative repercussions from conservative groups. However, the team persevered, driven by their belief in the project and the support of straight allies within the company.

When Subaru launched its campaign, they faced criticism from groups accusing them of promoting homosexuality. However, the marketing team quickly discovered that none of the individuals threatening a boycott had ever actually purchased a Subaru. The key was to not be overt, but leave subtle clues that only the target audience would understand.

Winks and Nudges: The Art of Subliminal Marketing

Subaru's marketing strategy wasn't about blatant pronouncements; it was about subtle cues and inside jokes. Ads featured taglines with double meanings, understood by LGBTQ+ consumers but easily missed by others. Vanity license plates in ads subtly hinted at LGBTQ+ themes, appealing to those in the know while remaining innocuous to the mainstream.

One of the best examples of this was in the license plates they used in advertising campaigns. They featured slogans like "Ptown" and "Xena LVR", which was an intentional strategy that worked incredibly well for the brand.

Think of it as a secret code. Straight people might just see a bike rack on a car, but the lesbian consumer might see a lifestyle and say, "That's me!"

Beyond Subliminal Messages: Showing Genuine Support

While Subaru employed subtle messaging, they also took concrete steps to demonstrate their support for the LGBTQ+ community. They sponsored gay pride parades, partnered with the Rainbow Card (a credit card that donated to LGBTQ+ causes), and even hired openly lesbian tennis star Martina Navratilova for a TV campaign - her first major endorsement deal since coming out. This multifaceted approach, combining subtle marketing with genuine support, solidified Subaru's position as a brand that cared.

More Than Just a Marketing Ploy: A Lasting Legacy

Subaru's connection to the LGBTQ+ community is more than just a marketing story; it's a case study in how a company can authentically connect with a niche audience and build lasting loyalty. The association between lesbians and Subarus has become a part of pop culture, a testament to the power of inclusive marketing and genuine support.

So, the next time you see a Subaru, remember the story behind the brand. It's a reminder that sometimes, the most successful marketing strategies are the ones that embrace authenticity, celebrate diversity, and dare to be different.

Key Takeaways

• Subaru's association with the LGBTQ+ community wasn't planned, but a result of market research.
• Subtle marketing, featuring "inside jokes," proved highly effective.
• Genuine support, through sponsorships and partnerships, solidified the brand's connection.
• Subaru's story demonstrates the power of inclusive marketing and embracing niche audiences.

What do you think? Did Subaru's approach pave the way for other companies to embrace LGBTQ+ marketing? And who will be the next brand to unexpectedly become a symbol of a particular community?